Browsing by Author Rohay Ni, Sity

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  • Celebrity Endorsement as Drivers of Advertising Strategy. The Case of Toc Tien Endorsing Oppo.pdf.jpg
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  • Authors: Pham, Bich Uyen; Nguyen, Van Phuong; Bui Doan, Danh Thao; Rohay Ni, Sity (2017)

  • This study focuses on consumer perceptions of celebrity endorsement in Vietnam using the case of Toc Tien endorsing OPPO brand. Specifically, the research examines the impact of celebrity endorsement on viewers’ preference for advertising and purchase intention by using the structural equation method with a sample size of 304 respondents. We found some interesting results: attractiveness, expertise, familiarity, performance, likeability, and celebrity/product fit have a statistically significant positive relationship with advertising. Moreover, there was no evidence to show any linkage between trustworthiness and advertising. Findings indicate that viewers’ preference for advertisi...

Browsing by Author Rohay Ni, Sity

Jump to: 0-9 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
or enter first few letters:  
Showing results 1 to 1 of 1
  • Celebrity Endorsement as Drivers of Advertising Strategy. The Case of Toc Tien Endorsing Oppo.pdf.jpg
  • Article


  • Authors: Pham, Bich Uyen; Nguyen, Van Phuong; Bui Doan, Danh Thao; Rohay Ni, Sity (2017)

  • This study focuses on consumer perceptions of celebrity endorsement in Vietnam using the case of Toc Tien endorsing OPPO brand. Specifically, the research examines the impact of celebrity endorsement on viewers’ preference for advertising and purchase intention by using the structural equation method with a sample size of 304 respondents. We found some interesting results: attractiveness, expertise, familiarity, performance, likeability, and celebrity/product fit have a statistically significant positive relationship with advertising. Moreover, there was no evidence to show any linkage between trustworthiness and advertising. Findings indicate that viewers’ preference for advertisi...